M.A. Communication Studies graduate student (and IBA '2010 alumna) Kangai Mwiti is the winner of the Makeup and Fashion category of the Sub-Saharan African YouTube Awards held in Johannesburg, South Africa on Friday, 11 November 2016. Ms. Mwiti's makeup channel's close to 100,000 subscribers and over 6.5 million views have propelled her into a household name all over the world.

Her journey to continental acclaim began in May 2012 when she launched a channel to show viewers how to use tools to apply makeup to achieve a desired effect. “I wanted to do something more with make-up. I wanted my impact to be greater than just doing make-up on a client who would wash it off in the evening. For a long time I have been watching YouTube videos and I thought that I could do it myself. I actually wanted to begin in 2008 but I didn’t believe I was good enough yet. Four years later, I realised I would never get good enough — I needed to just start,” Now, Kangai's hundreds of six-minute videos have turned her passion into a career, and changed the way millions of viewers perceive makeup.

This was the inaugural edition of the Sub-Saharan African YouTube Awards, which "celebrate the talent and creativity of the YouTube community." Nominees also needed to have achieved at least 50000 subscribers and be resident in any of the eight countries considered for the award.